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• Scion Announces Marketing Partners
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• Micro Compact Car smart GmbH: Sales of the City-Coupé and Cabrio rise by more than six per cent
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• General Motors Breaks New Urban Advertisement For Pontiac Vibe
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News of July 17, 2002

Scion Announces Marketing Partners

Scion

Photo: Toyota

TORRANCE, CA - Last March, Toyota Motor Sales, U.S.A., Inc., unveiled SCION at the New York International Auto Show, as a new line of vehicles aimed at a new generation of consumers who actively seek-out the latest trends in style and innovation. Today, SCION has named advertising agencies ATTIK and Oasis as its primary partners in connecting with this emerging market force.

In a break from traditional marketing techniques, SCION has adopted an unbundled marketing approach, utilizing a variety of partners to develop and implement marketing strategies targeting an extremely diverse and elusive consumer base. Each partner will add a different element of insight and creativity. ATTIK's San Francisco office will lead the development of SCION's overall advertising strategy and creative direction. Oasis, based in New York, will oversee all creative for SCION's Web site, which will play an integral role in SCION's marketing strategy. Technical development for the site will be provided by DHAP.

ATTIK and Oasis join URB Magazine and Enterprise Communications in helping forge this new marketing approach for SCION.

"For the last four years, we have been carefully listening to this new generation of consumers now reaching driving age and entering the car market," said Jim Lentz, vice president, SCION. "It will be the task of ATTIK and Oasis to establish SCION as a new line of lifestyle products and a new way of doing business to appeal to this emerging buyer group."

SCION will be structured as a dealer-within-a-dealer. All Toyota dealers will be offered the opportunity to sell the SCION line. SCION will be offered in a clearly dedicated environment and will feature its own certified sales staff. The environment will be low-key and buyer-friendly and will state clearly that this is not business as usual.

SCION will launch its first two vehicles in June 2003 at participating dealers in California. Roll-out to other states will occur gradually, with full U.S. distribution targeted for June 2004, the same time that a third SCION vehicle will be introduced.

(July 15, 2002)

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